Traffic-based compensation models—called pay-per-click by some—can be a double-edged sword. In some cases, such as at Inc.com, where they removed their $10,000-per-month pay cap because some writers were exceeding it, this type of pay model can be highly lucrative. In other cases, it can leave writers vastly undercompensated.
I moderated a panel on this subject at ASJA’s 2015 “Connect for Success” conference in New York City. Panelists Laura Lorber, executive editor at Inc.com; Allison Mezzafonte, general manager, Home, at About.com; and Laura Shin, prolific freelance writer, all shared tips for success in traffic-based compensation.
Build your audience over time.
It’s not realistic to think that you’ll write one or two pieces and immediately generate hundreds of thousands of clicks. Success starts with writing high-quality content and building a reputation for delivering great information. Mezzafonte says writers need to be their own brands, distinguishing themselves from other writers and working on extending their reach through strong social media followings.
“Your influence and reach in a particular category is incredibly important for developing followings, and giving people a reason to read your content. You’re not just a writer, you are a brand. Work that,” she wrote for the conference materials.
Spend time on your headline.
Lorber said that the impact of a good, “clickable” headline could not be overemphasized. If you spend an hour writing your piece, you should spend at least 30 minutes working on your headline. Numbered lists and headlines that promise a pay-off tend to work well. For example, your headline might read, “50 Ways to Be More Productive Immediately,” or “Stop Doing this One Thing to Increase Your Productivity.”
“I recommend working on your headline first, then writing the piece to deliver on the headline,” she said on the panel.
Work with your editors.
Your editors have insight into analytics that tell them which pieces are pulling big numbers and which are duds. They’ll share SEO and headline suggestions and work with you on promoting your posts. When you show a willingness to learn and to be an active participant in growing your audience, your editor is more likely to work with you, both Mezzafonte and Lorber said. Editors also have access to in-house tools, such as newsletters, featured story areas, and social media promotion that can boost traffic.
Write strategically.
Shin shared fascinating insights about the types of “clicks” she considers. She may write analysis or other insight into breaking news to capitalize on trending topics and “ride the interest in a hot news story” to get views from Google News. Evergreen stories often have lasting value and may generate clicks for years, adding a “long-tail” element to your body of work. Occasionally, she capitalizes on topics that are going viral.
“If you just see something trending on Facebook that may not be ‘news’ but just something viral that people would be interested in that could go out with a clicky headline, you can ride some of the virality or shareability of that story,” she wrote.
Getting paid by the number of readers you attract isn’t for everyone. However, if you have a solid following, an interest in learning everything from effective headline writing to the latest in search engine optimization, and take an entrepreneurial approach to your work, traffic-based models can be a lucrative opportunity.